How To Write A Killer Press Release
Great PR starts with an attention grabbing, perfectly formatted
press release
By John Jantsch
One of the primary tools still used by PR professionals
to garner media coverage is the press release.
Now understand the purpose of a press release
is to grab the attention of an editor, not to offer a word for
word story to a publication. Most professionals as well as small
business owners misunderstand this concept and are therefore frustrated
when they can't seem to make it work for them.
If you understand that the purpose of a press
release is to grab attention then you might also begin to realize
that there is a bit of an art to writing an effective one.
This art actually begins with proper format. It
probably shouldn't matter how you format a good story but editor
after editor has told me that if a press release comes to them
and is not properly formatted, it often doesn't get read.
Read that again if you are bit of a maverick.
You want to read about your company in the news then you might
just have to follow the rules.
Ultimately your story will have to stand on its
own but follow this accepted format and you stand a better chance
of making that all important first impression.
For release timing
The very first thing to appear on your release
is the release date or time. If your story is for immediate release
say so For Immediate Release. If there is a reason to hold some
news or a seasonal deadline say so. For Release Before Halloween.
Some background type releases can also carry the - Release at
Will tag
Contact Information
Don't make it hard for them to get in touch with
you. Right under the release info state your name, address, direct
phone, and email address under the heading "For more information"
Remember the real point is to get them to call you.
The Headline
90% of all advertising effectiveness rides on
the effectiveness of the headline. It is no different for a press
release. Most readers will decide whether or not you have anything
to say based solely on the grabbing power of your headline. Pull
them in quickly. Write 5-6 attention grabbing headlines and then
put your release away for day or so. Come back and see which ones
still grab you. It is that important.
Dateline
At the start of the body of your release you are
expected to provide some useful information. First the date of
the release and then the city the release originates from. Put
a dash after the city and then start the body of your release.
ie: February 18, 2003 - Kansas City, Mo - Today in history...
Double space
Double space the body of your release. This probably
goes back to the days when reporters made notes by pencil in the
space between the lines but I guess some still do that.
First Paragraph
Okay, so now your headline grabbed them. Tell
them what you're going to tell them in the first paragraph. Don't
beat around the bush or try to be cute here. Hit them with your
best shot.
Quotes and Credentials
Quotes make for interesting reading. Try to find
a newspaper story without a quoted source of some sort. Add your
own quotes and then add some credentials to the person you attribute
the quote to. If it's you and you're a master plumber with 25
years of experience, then say so. "The flora and fauna was
breathtaking," said Bill Sphenkle, one of Kansas City's most
experienced plumbers.
Call to action
If you want them to interview or visit your website
to find out more information, then say so. Bill Sphenkle is available
for interviews. Just don't hype your company or product. Nothing
gets your release tossed faster.
End
At the end of your release, add the symbol - #
# #
John Jantsch is a marketing coach and creator of
the Duct Tape Marketing System. You can get more information about the
Duct Tape System and download your free copy of “How To Create
the Ultimate Small Business Marketing System in 7 Simple Steps”
by visiting http://www.DuctTapeMarketing.com
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